Page 38 - Internationalist Magazine 2013 66

HTC, HTC One the Flipboard

M2M (Local- app. The Levi’s
multi)
magazine not

HTC is a
only functions

mobile device as a template for
manufacturer,
success, but it

yet they are a was so successful
small player in a that Flipboard

highly competitive
created a new ad
category. For the launch of their new HTC One the
product based on

brand needed to create a campaign that was smarter
the execution and
now actively sells it to other brands looking for mobile
and more innovative with a fraction of their competitors’
budgets. The HTC consumer is a millennial who lives solutions This all led to more than 160,000 clicks
to the ecommerce experience. Overall, the Flipboard
their life through a socially connected, digital world. This
demographic would reject or ignore brand messages
partnership was not only a hugely successful irst-of-its-

that are simply pushed on them. photo to their social kind mobile execution, it was also a standout piece of a
network, increasing brand exposure beyond the live event. larger campaign that drove a 5% increase in revenue and

The concert series was also ampliied through artists
a 264% increase in proit according to the latest quarterly
own social networks and the whole concert series ran
results.

as branded content on the VICE digital network. HTC
leveraged SAY Media’s network of grassroots editors and

their dedicated audiences to create custom content using Norelco, Click & Style
Havas Media (Local)
the HTC device. Content was featured on the editors
website, their social network and within an engagement In recent years, the electric Shaving and Grooming

unit that ran throughout SAY’s network. A irst of its kind category in US has been declining. While older users
contest was also launched – Canada’s Next Inluencer, continue to use electric razors, their younger counterparts

where up and coming bloggers could win a ‘start-up’ are adopting blades, which are perceived as easier,
package to turn their blogging passion into a career. The cheaper and cooler. In order to grow the category and the

contest not only increased HTC’s social reach, but also business, Phillips Norelco had to ind a way to become
their favorability among millennials.
relevant to younger men. To do this, Philips introduced a

new product called Click & Style, a multi-purpose electric
shaver, styler and body groomer. Their challenge was not

Levi’s, Flipboard Social Catalog
just about driving brand preference; rather, it required a
OMD International (Global)
behavior shift among the target to convert from manual

Levi’s is an iconic fashion brand with a distinct image
shaving to electric. The message was showcased through

and cultural voice, but it wasn’t getting traction with highly targeted, young male programming in Cable TV
younger audiences. So Levi’s set out to reinvigorate
as the launching pad to get the brand noticed among

the brand. Knowing that the target consumer would
this new target audience. To make real impact, Norelco
reject the traditional, interruptive media model, Levi’s
ampliied the message and played off the euphemisms,

did the same. They found that mCommerce had been by creating native content within digital environments
where our guys hang out. Additionally, Norelco partnered
exploding among our target audience, and the market
was expected to reach 50+ billion dollars in the next few with WWE (World Wrestling Entertainment) and premier
wrestler, Daniel Bryan, to seamlessly integrate Philips
years. To raise awareness and generate sales among a
younger, connected target, they needed a mobile idea
Norelco into WWE content and social experiences. Daniel

that showcased the fashionable brand with impactful Bryan created funny videos that marvel at the great facial
imagery within the conines of the mobile environment. hair of renowned wrestlers of the past. Within these

In order to bring the brand to life, Levi’s collaborated with videos, he also demonstrated product usage, reveled
Flipboard, a massive application with over nine million in his own manscaped masterpiece. Phillips Norelco

monthly users that aggregates social and professional experienced an increase
content dynamically into a beautiful digital magazine. in sales by +400% since

High impact imagery was inserted into nine major the campaign started
with the Click & Style
publications’ editorial sections on Flipboard. Those
images created a brand new experience for Levi’s and an jumping to the #2
most-wished-for razor on
entirely new product for Flipboard. The Levi’s Magazine, a
rich, custom digital experience was tied to sales, allowing Amazon within 10 days

for full ecommerce capabilities without having to leave
of the campaign start.

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